Strategy & Design Innovation

Conceiving and developing high impact innovations
course code 2.3

Conceiving and developing high impact innovations
course code 2.3

What is the course for

#1

Understand the significance and opportunities of opening up new markets (blue oceans) thanks to high-impact innovation

#2

Understand the critical success factors of the market

#3

Understand the steps needed to move from strategy (impact proposal) to designing a high-impact innovation

The changing pace of technological contexts, competitive scenarios and usage conditions test the ability of our products and services to keep up over time. To succeed in sustaining a prosperous and profitable business, we must constantly innovate our products, our processes and the way we interact with the outside world of customers and suppliers. However, innovation often begins with the features or functionalities that a product must have in order for it to succeed on the market. This ends up focusing attention on the same factors as our competitors, risking only incremental innovations, with no significant impact on the market. With this premise it becomes very difficult to develop truly revolutionary products or services.

To create high-impact innovations, or innovations capable of opening up new sectors, we need instead to rethink products and services in a strategic way by shifting competition to factors currently neglected by the market so as to create a high-impact, differentiated market proposal, focused and clear, able to attract customers who are not fully satisfied with the options currently present. Generating this differentiated vision is the basis for developing any successful product or service.

Once a focused and differentiated impact proposal has been defined it is necessary to translate this vision into the solutiokn’s required specifications in order to realise the impact proposal. In other words, we need to define what features or requirements the solution will have to respect in order to achieve the desired impact for customers and the company.

A high-impact solution consists of three parts:

Business System: this refers to all elements connected with the costs and revenues generated by producing and marketing the solution

Product system: this refers to all elements connected with the product system, such as complementary products and services, assistance, etc.

Customer relationship system: this refers to all aspects of the relationship with the customer such as sales channels, the brand, etc.

The aim of the training course is to provide a clear and effective sequential method for building an innovative, high-impact, differentiated and focused proposal that opens up new market segments (blue ocean).

Goals

Understand the significance and opportunities of opening up new markets (blue oceans) thanks to high impact innovation

Grow your business by creating high impact innovations

Differentiate yourself from the competition by increasing the value offered to customers while reducing costs

Understand the critical success factors of the market

Acquire methods and tools for the constant generation of high-impact innovations

Acquire the methods and tools to structure a successful impact proposal

Understand the steps needed to move from strategy (impact proposal) to designing a high-impact innovation

Recognise the opportunities for high-impact innovation within the business model

Recognise the opportunities for high-impact innovation within the product system

Recognise the opportunities for high-impact innovation within the customer relationship system

Addressed to

Entrepreneurs

CEOs

General management

Business unit supervisors

Sales management

Marketing management

Technical directors, R&D managers

Contents

Exploring the meanings and opportunities of high-impact innovations

The change in perspective of high-impact innovation: novelty or diversity?

The paradox of innovation in order to beat your competition

Staying focused on the opening of new sectors (blue ocean) as a base for high impact innovation

Livorno

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